The saga of Asics

Put simply, for years they were seen as the running man’s shoe. Reflective bits everywhere, ugly designs etc, but technologically correct for all serious runners. They certainly weren’t the type of kicks you’d rock with your street casuals. But that was the past.

Today, Asics is at the peak of its resurgence. Those with their ear/eyes to the streets will confirm that the signs have been there for years, but now, Asics must be at their peak and they are revelling in it. Highly anticipated release dates are the norm, overnight queues outside sneaker stores that even Nike would be proud of, new launches selling out in hours or only available on select websites and killer collaborations with the likes of BAIT, Extra Butter, Ronnie Fieg, Onitsuka and The Good Will Out to name a few.

On the street and in the eyes of the trainer connoisseurs, Asics have been giving Nike and adidas a run for their money for many years now. One could argue that despite their limited reach compared to adidas, Asics certainly generate more excitement over their releases.

Every week or so there seems to be a new release by Asics and more often than not, it is a collabo. Long may this saga continue.